Hanley personalizes its email campaigns with Marketing Automation
The Company
Hanley Consulting, based in Hertfordshire, UK, is a specialist provider of digital solutions for the primary healthcare sector. "The mission is to enable healthcare organizations to deliver better care through a more efficient use of their tools," says Max Gattlin, a Digial Consultant at Hanley Consulting. Working with institutions across each tier of the National Health Service (NHS)—from individual general practitioner (GP) surgeries to integrated care boards—the health-tech firm improves patient and employee experience, communication, appointment access, and operational efficiency by providing and deploying superior technology like cloud telephony, online consultation tools, website development, surveys, apps, and more.
Comprised of six in-house consultants, the Hanley Consulting team is small and tight-knit, but it has big ambitions. "There are six and a half thousand GP practices in the country. We want to work with every single one of them," Gattlin says.
With more than 20 years of primary care experience under her belt, Sharon Hanley knew firsthand the tech problems the NHS faces. She established Hanley Consulting in 2009 with a vision to improve and streamline its digital capabilities, and to free up more time for clinicians to deliver care to patients. "Hanley Consulting is at all levels of the spread across the NHS, looking at how we can help them use their tech to better manage their time and resources," Hanley says. "When NHS England brought primary care networks, the whole ethos around was to work at scale, reduce costs, and improve impact. We run along those lines."
The Challenge
When the COVID pandemic struck in 2020, Sharon was under pressure to roll out vaccination-booking platforms at speed. Three months into the pandemic, Gattlin—her son, who boasts a background in tech startups—joined Hanley to help meet the deployment targets.
"There was a rush to deploy digital booking platforms for people to get their vaccines, Gattlin says. "I joined to help support the deployment of those technologies." Gattlin believes in leveraging technology to free up the NHS's time. "That way, they can spend more time delivering care to the patients," he says.
Gattlin found that Hanley Consulting's tech stack consisted of disparate software systems from multiple vendors, including Hootsuite for social media management, Slack for instant messaging, SurveyMonkey for surveys, Mailerlite for email campaigns, and Trello for project management. The resulting data silos, duplicated processes, and inefficiencies amounted to a huge barrier for Gattlin; most processes necessitated a lot of exporting and importing of data between platforms and it was difficult to get an overall picture of the company's performance and projections.
The Solution
Gattlin resolved to practice what he preached and improve Hanley Consulting's own tech by bringing harmony to its software stack. By chance, he was working with a private healthcare client that was using Zoho CRM and granted him third-party access to its account. "I really liked how intuitive it was," Gattlin says. In fact, he was so impressed that he arranged a discovery call with a Zoho representative. "In that conversation, I listed out certain things like SurveyMonkey, and I was told that Zoho Surveys comes with Zoho One. I also mentioned that we were communicating via Slack, and he mentioned the Cliq messaging service within Zoho One." Hanley Consulting slowly entered into the Zoho ecosystem app by app.
Max's first priority was to centralize and organize all of Hanley Consulting's client information inside Zoho CRM, where further platforms could be integrated over time to suit the firm's activities and goals. Hanley Consulting started using Zoho Marketing Automation to send personalized email sequences to subscribers based on engagement scores.
"We started using Zoho Marketing Automation," says Paul Harvey, Governance and Operations Manager at Hanley Consulting. "It's something we have been looking at for a while to do outbound email campaigns. We had looked at doing it externally, but we found that Zoho One had the capabilities that we need."
“We are able to personalize the journey and make sure we are getting the right touchpoints for different clients. I have used other tools before, but Zoho Marketing Automation just seemed a lot more logical, and it was very easy to pick up.”
Benefits and ROI
Harvey was impressed by the fact that they were able to build their campaigns themselves and deploy them without any consultants. "The UX of Marketing Automation is excellent," he says. "Some companies that we spoke to for this service were quoting £1,000 to £2,000 per month, but we were able to do it ourselves."
The lead scoring feature of Marketing Automation is something that Harvey finds especially useful in his work. "When our first email goes out and someone opens that email, it gives the user a certain score," he explains. "And according to the score, we send them another email. If they don't open it, they get a different score. If they click on the specific link that we have built into it, Zoho will track that, and we know a score will be given to them and they will get a different email. So we can personalize the journey and make sure we are getting the right touchpoints for the different clients." He adds: "I have used other tools before, but this one just seemed a lot more logical, and it was very easy to pick up."
The integration of Marketing Automation into Zoho CRM is yet another added advantage. "I can see that it links well with Zoho CRM," Harvey says, "so we can capture our leads, put them straight into the CRM, and then create tasks for different consultants to then follow up with those clients."
Looking forward
Hanley Consulting is using the Zoho One package on a daily basis, as well as several other Zoho solutions, such as Zoho Forms to capture new client onboarding details and SalesIQ to interact with website visitors. The team at Hanley is still discovering more and more of Zoho Marketing Automation's functions, and are employing Zoho Projects in tandem with Zoho Sprints to divide and conquer task lists and product release deployments.
- Industry Healthcare IT Consultancy
- TYPE Privately held
- NO OF EMPLOYEES 5-20
- REGIONUnited Kingdom
